November Program - Brand Journalism that Builds the Business: How Coca-Cola Uses Content to Make and Break Company News
11:30 AM - 1:00 PM
Where: Byron's Southend
The Coca-Cola Company made a big bet on storytelling in November 2012, when it relaunched its corporate website as a dynamic digital magazine. Coca-Cola Journey features original content about Coke's business, brands, people and priorities. In this session, Journey Editor-in-Chief Jay Moye will explain how a small, nimble team of Coca-Cola communicators creates, curates and publishes engaging, human-centric stories that build both brand love and corporate reputation by fueling positive media coverage and conversation about the company and its beverage portfolio.
Jay Moye leads global editorial strategy and content development for Coke's award-winning digital magazine, Coca-Cola Journey, which serves as the company's owned media channel by bringing to life the compelling stories behind its brands and business. In addition to leading day-to-day publishing on the flagship/U.S. site, www.coca-colacompany.com, Moye provides thought leadership and counsel to the international Coca-Cola Journey network of 49 (and counting) local editions spanning 50 countries and 20 languages. Before joining Coke full time in late-2012, he spent more than a decade as a freelance writer and editor supporting a range of clients including GE and AT&T, with a primary focus on internal and executive communications. Moye holds a bachelor's degree in journalism from the University of North Carolina at Chapel Hill and currently lives in Asheville, N.C.